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Headline

Questioning the nature of research

Comment

I'm a true believer in the value of behavioural research and split testing. I was able to conduct research using both traditional ad survey metrics and split test purchasing behavior against the same group if consumers. Awareness was, in fact, the only survey-based metric that "predicted" actual behavior. Planned purchase did not. As Tom said, get thee to lab!
Thanks for the great article, Rory.